In this episode, we’re joined by Tristan Pineiro, the SVP of Brand Marketing and Communications at Grindr. Tristan discusses how authenticity & truth have played a pivotal role in building Grindr's brand worldwide. He emphasizes that if you want your marketing efforts to be successful, understand and align the three brand truths - who you say you are, who people say you are, and who you really are. After a career built at some of the most notable brands in the world from Netflix to Bumble, Tristan’s marketing philosophy is about shaping marketing around the actual use cases of the product (i.e. the job to be done). There is also a delicate balance between achieving commercial success, and Grindr's mission of serving the LGBTQ+ community, which Tristan breaks down in this episode. This episode is packed with valuable advice and mental models for marketers who want to build an authentic positioning & point-of-difference with their brand.
In this episode, we are joined by the SVP of Brand Marketing and Communications at Grindr, Tristan Pineiro. Grindr is an online dating & meetup app predominantly used by gay and bisexual men and the trans & queer community. Tristan’s marketing philosophy is to understand and align the three brand truths - who you say you are, who people say you are, and who you really are. He emphasizes that finding the authentic, true brand narrative serves as the foundation for a successful marketing function 📈.
Throughout the episode, he advocates for a ‘social-led’ marketing discipline, which means that you create engaging content to drive brand affinity while focusing on insights around how the most engaged users actually use the product. He breaks down the mental models that he uses to get buy-in from leadership on brand positioning while balancing commercial realities with the brand's purpose. We also discuss how Grindr uses content to extend the brand’s story across different channels & markets 🌍. If you want to learn how your team’s content efforts can help in building an authentic yet differentiated brand, then this episode is for you!
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/RjxLbD5yss8
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🖊️ Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Tristan Pineiro of Grindr in this episode
Find Rival online at www.wearerival.com, LinkedIn.
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